You can be conditioned through advertising to choose logically inferior options.
We can even become conditioned to find great pleasure in things that harm us.
Whether it is ‘two for one’ or ‘free toy inside,’ promotions are such common manipulations that we often forget that we’re being manipulated in the first place.
I know people in tech who love who say ‘Just keep it short! Just keep it concise! Just give with what they need!’
Totally wrong. If you see a page that’s educational, informative; that’s got people like you, you will read a page forever.
Long copy for advanced material always pulls better than short copy.
Advertising works by a process of Unconscious Behaviorism.
We are being conditioned by the media on a deep unconscious level and it is this implicit associative emotional conditioning that drives our brand preferences.
We make decisions by emotional association more so than rational analysis.
In nearly every circumstance, the companies that are forced to treat their products as commodities brought it upon themselves.
I cannot debate that dropping the price is not a perfectly legitimate way of driving business;
the challenge is staying profitable.
The main responsibility of strategic planners is to dive into the consumer’s mindset and understand how consumers feel and interact with the brand.
Larger brands generally want increased visibility without compromising the brand identity they worked so hard to build.
They want to their packaging refreshed in such a way that it attracts new clients without losing the clients that are already loyal to them.
Playing the price game can come at tremendous cost and can create a significant dilemma for the company.
The short-term gain is fantastic, but the more you do it, the harder it becomes to kick the habit.
Once buyers get used to paying a lower-than-average price for a product or service, it is very hard to get them to pay more.
I believe that a lot of extremely useful biographical experiences can be elicited by asking:
How was the experience for you?
What did you notice? and
What did you feel?
When doing this I help people to stay as close to a description of what happened as possible – before they get on to what they made it mean!
Go after your customers and make them more loyal. Never forget that customer service is relative to expectation.
If you create some small unexptected element of surprise for the customer, that will make a huge difference.
When companies or organizations do not have a clear sense of why their customers are their customers, they tend to rely on a disproportionate number of manipulations to get what they need. And for good reason.
It’s well known that when it comes to people’s digital behaviours, not everyone wants to participate. And that not everyone wants to participate equally.
The theory of Participation Inequality states that in most online communities:
90% are lurkers who never contribute
9% contribute a little
1% account for almost all the action
Sometimes consumers want to save the planet; other times they want to selfishly show their discerning taste through ‘status’ symbols or buying an outrageous luxury brand.
Asking a consumer about something overrides the natural state that thing occupies in his or her experience.
It’s very hard to preempt what people will find interesting or attention worthy – which makes it very risky to presume by asking them a question about it.
When research has put a focus on the issue it’s investigating that causes people to consider it in a way they otherwise wouldn’t, it has manufactured the response it gets.
A lot of our behavior and opinions are undertaken to avoid cognitive dissonance.
We want to feel good about ourselves and we desperately go around constructing stories that prop up that belief.
People’s relationship with your brand affects their likelihood to notice communications from your brand.
Design is the glue between people and corporations.
But brands can sometimes give splintered messages and forgettable offerings that don’t excite people.
Between advertising, packaging, product design, public relations, Web communication, and the look and feel of their company’s workspaces, every message must fit together;
nothing can be left to interpretation.